Achieving Scalable Intimacy
- 1. february 4, 2010achieving scalable intimacy@miketrap | @hollandmark
- 2. EnzoGallucci©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 5. Domenic GallucciEnzo’s Italian Bread. We’re from the neighborhood.@miketrap | @hollandmark
- 6. Selling with scale.Enzo’s Italian Bread. We’re from the neighborhood.@miketrap | @hollandmark
- 7. Business was really good.
- 9. where we areusers are in controlthey talk to and trust each otherthey want something authenticthey expect to be treated like peoplethey want to be listened toThey want intimacy.You need to deliver it at scale.©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 10. promise of social mediaScalable IntimacyMore intimate relationships than are possible through broadcast media, at sufficient scale to impact the enterprise.©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 11. what it takeslisten to what people have to sayinvest in relationshipscontribute to the conversationdeliver something of valuereach out, make new friends©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 12. your brand online“Kudos to Zipcar! As promised, they pulled their cars from the dangerous and disgusting Geary/Shannon lot. Nice to see follow-through, guys.”“It's a convenience service, people. I rented a zipcar to play a show in Waltham. In the snow. Awesome idea, and it worked perfectly.”“Some 10,500 employees of the City of Seattle will now have access to a car at the office for personal errands or business trips, thanks to a new partnership with car-sharing provider Zipcar.” Not just here.“ilovvvvvvvvvvvvvvvvvvvvzipcar.”©2009 holland-mark. All rights reserved.
- 13. relative importance©2009 holland-mark. All rights reserved.
- 14. relative importance©2009 holland-mark. All rights reserved.
- 15. every web site…orIslandHub©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 16. A “content hub” is a collection of content and conversation around a topic of common interest. ©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 17. Both the heart of a distributed network of information, and a destination for those that share the interest it supports. ©2009 holland-mark. All rights reserved.
- 18. why it works People are very good at filtering unwanted noise People are very good at finding the information they want©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 19. content marketingdecide which people.figure out what they want.give it to them...where they want it.ask for what you want.©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 20. content strategyWhat Target Prospects WantWhat Serves Your InterestsWhat You Need To Deliver20©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 21. once it’s built…everyone on team has access to a personal listening station to keep up on category news, the most influential bloggers, brand buzz, and your contentsome people produce and distribute original content – long form, real-time, images, or video – simply by e-mailing it to a single, common addressone person selectively shares this content across the web, to build relationships among influential users, and deliver leads to the sales team©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 22. ©2009 holland-mark. All rights reserved.
- 28. need to make it simple©2009 holland-mark. All rights reserved.
- 29. community manager rolereal-time engagementblog tagging & cleanupblog commentary & outreachinternal content dev & acquisitionas little as half hour per day©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 30. executive summaryfocus on achieving scalable intimacymore Enzo, less Domenicrecognize that your brand is really out therecreate and curate content your target wantsstart with a simple content hubtakes focus, but not as hard as it looks©2009 holland-mark. All rights reserved.@miketrap | @hollandmark
- 31. Ten Steps to Build a Basic Content Hubhttp://tinyurl.com/contenthubmichaeltroianoprincipal, holland-markhttp://scalableintimacy.commike@holland-mark.com | @miketrap | 805.tro.iano @miketrap | @hollandmark